job. next slide, please. this is from the denver post, little bit ago after the romney video, talking about the 47% was leaked. there's a lot of press coverage talking about what this may mean for his campaign, how voters were responding to this. it's interesting, but i think the denver post did something a little bit different and i think worthy of no. on their front page, they gave a tremendous play, not just talking about the 47% think is going to sink his campaign in colorado, but actually breaking down what exactly this 47% was comprised of. images, graphs, pie charts, what not are very helpful for news outlets don't want to refute false claims. people like looking at them. they may take root in people's minds. quite easily. and i think the way the post presented this was slightly smarter take on a store that they were going to cover anyway. and this is something, again, that with a little bit of thought and planning, any newspaper wanting to cover this story could have done. next slide, please. this is not a good example. i'm using this to set up my next slide. a big problem wit